TAILIEUCHUNG - Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors

Two million . residents die each year; it is estimated that half of these deaths are "premature" and attributable to lifestyle and environmental factors (UC Berkley Wellness Letter 1997). Advances in biomedical sciences, mass immunization, and sanitation have resulted in a decrease in the incidence of infectious diseases (Matarazzo 1984), so that the health status of the population in economically developed countries now has less to do with acute illness than with lifestyle issues such as excessive drinking, unhealthy diet, or the use of tobacco products (Walsh et ). Influencing lifestyle can do more to increase the health of the population and lower the cost of health care than can. | Michael L. Rothschild Carrots Sticks and Promises A Conceptual Framework for the Management of Public Health and Social Issue Behaviors The author presents a framework that considers public health and social issue behaviors and is based on self-interest exchange competition free choice and externalities. Targets that are prone resistant or unable to respond to the manager s goal behave on the basis of their motivation opportunity and ability and on a manager s use of the strategies and tactics inherent in education marketing and law. Two million . residents die each year it is estimated that half of these deaths are premature and attributable to lifestyle and environmental factors UC Berkley Wellness Letter 1997 . Advances in biomedical sciences mass immunization and sanitation have resulted in a decrease in the incidence of infectious diseases Matarazzo 1984 so that the health status of the population in economically developed countries now has less to do with acute illness than with lifestyle issues such as excessive drinking unhealthy diet or the use of tobacco products Walsh et al. 1993 . Influencing lifestyle can do more to increase the health of the population and lower the cost of health care than can treatment of illness. In this article a conceptual framework is proposed for the management of public health and social issue behaviors. The article relies on education marketing and law as its three primary classes of strategic tools. These tools will be considered with respect to specific targets and specific public health or social issues for which the targets may or may not have any motivation opportunity and or ability to cooperate but that nevertheless have been selected for management . keeping preteen girls from beginning to smoke . The tools are considered with respect to targets who are prone resistant or unable to comply with the manager s The relative appropriateness of the use of various 1 Manager used here as a generic term that .

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